香奈儿品牌形象对消费者购买意愿的影响分析

中国消费者为现阶段全球最大的奢侈品消费群体。自香奈儿进入中国市场以来,因其高贵、优雅、简约的设计风格受到中产阶级以上女性消费群体的欢迎和喜爱。在奢侈品行业中,品牌形象作为企业重要的无形资产,成为了品牌竞争的另一领域。基于上述背景,论文以“香奈儿品牌形象对消费者购买意愿的影响分析”为选题,以贝尔模型为研究基础,使用问卷调查法获取数据,运用SPSS 19.0统计软件对数据进行处理分析,并结合消费者行为学相关理论,研究品牌形象的不同变量对于消费者购买行为产生的影响。

Analysis of the Influence of CHANEL's Brand Image on Consumers'Purchase Intention

China's consumers are the largest consumer group of luxury goods in the world at this stage.Since CHANEL entered the China's market,it has been welcomed and loved by women consumers above the middle class for its noble,elegant and simple design style.In the luxury industry,as an important intangible asset of enterprises,brand image has become another field of brand competition.Based on the above background,this paper takes"analysis of the influence of CHANEL's brand image on consumers'purchase intention"as the topic,takes Biel model as the research basis,uses questionnaire survey method to obtain data,uses SPSS 19.0 statistical software to process and analyze the data,and combines with the relevant theories of consumer behavior to study the influence of different variables of brand image on consumers'purchase behavior.